Sustaining Value Through Strategic Marketing

About this Module

This module highlights how customer value is constantly in motion and how external factors can affect the concept of value provided.​

Strategic value decisions begin with defining your product’s value proposition and effectively communicating its value positioning. When these elements align, businesses can better meet customer needs, differentiate from competitors, and achieve long-term success. As markets shift and customer needs evolve, companies must continuously refine their value propositions throughout the product life cycle to maintain relevance. Effective marketing management, described as “the art and science of managing value,” focuses on delivering and nurturing customer value through thoughtful strategies and organizational alignment.